FIFA 12 Scarf

Information

FIFA 12 saw the roll out of EA Sports Football Club. An ongoing engagement with FIFA fans allowing them to earn points for their favourite club, regardless of how they chose to play online. We were asked to create a launch engagement for FIFA gamers and football fans alike. Creating awareness, and building a clear understanding of the new feature. We harnessed the passion of fans and set out to create the world’s longest football scarf for EA Sports football club. The scarf would be composed of messages of support from across the world for over 1000 individual football clubs, all delivered via twitter and facebook and stitched into history in a knitting factory in Stuttgart.

Client

EA Sports

Kick off

We began the activation with a film asset featuring Real Madrid's Kaka and FIFA's Creative Director Simon Humber. The film was captured in Köln and Madrid. Additionally, we reached out to over 100 football content creators across Europe to have their scarves kick off our record attempt. Each creator was sent a personalized scarf to share with their fans.